000			01938nam a2200217Ia 4500
999			_c32409 _d32409
003			OSt
005			20210526170632.0
008			160316s2010 xxu||||| |||| 00| 0 eng d
020			_a9781841697598
040			_cn
082			_a658.800000 _bLOK
100			_aLoken Barbara
245			_aBrands and brand management : Contemporary research perspectives
260			_aLondon _bRoutledge _c2010
300			_a311p _cxxvii
365			_b Rs. 5,912
505			_aTable of contents K. Keller, Foreword. C. Haugtvedt, Series Foreword. B. Loken, R. Ahluwalia, M.J. Houston, Preface. Part 1. Overview. B. Loken, R. Ahluwalia, M.J. Houston, The Science of Branding: Introductory Chapter; Part 2. Managing and Leveraging Brands. B. Loken, C. Joiner, M.J. Houston; Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research. A. Rao; Brand Alliances. R. Ahluwalia, A. Kaikati; Traveling the Paths to Brand Loyalty. Z. Gurhan-Canli; A. Fries, Branding and Corporate Social Responsibility (CSR); Part 3. Cultural, Sociological, and Global Branding Perspectives. C. Torelli, H.T. Keh, C. Chiu; Cultural Symbolism of Brands. T.C. O'Guinn, A.M. Muniz, Jr; Towards a Sociological Model of Brands; Part 4. New Directions in Measurement of Brand Equity. C.W. Park, D.J. MacInnis, X. Dreze, J. Lee; Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity. B. Shiv, A. Bechara; Revisiting the Customer Value Proposition: The Power of Brand Emotion. T. Erdem, J. Swait, Utility-Based Models of Brand Equity.; Part 5. Protecting Brands. B. Loken, D. Roedder John; When Do Bad Things Happen to Good Brands; Understanding External and Internal Sources of Brand Dilution. S. Baird; Brands and Trademarks: The Legal Implications of Branding.
650			_a1. Branding Marketing 2. Brand Name Products - Management
700			_aAhluwalia Rohini _aHouston Michael J
942			_2ddc _cBK